Product Development Sales & Marketing Division - California Lottery
Transcript of Product Development Sales & Marketing Division - California Lottery
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Product Development Sales & Marketing Division
Presentation to
California State Lottery Commission February 23, 2012
Director’s Report 7D
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What is the Role of
Product Development?
• Simply stated:
“Create & Launch Lottery Gaming Products”
• Our Team:
– Draw Games Team
• Mega Millions, SLP, Fantasy 5, Hot Spot,
Daily 3 & 4, and Daily Derby
– Scratchers Team
• Instant games, various price points ($1, $2, $3, $5,
and $10)
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Major Draw Game Initiatives
• Lotto Game Analysis
– Complete impact analysis of adding a $2 Powerball
game.
– Goal: recommendation by July 2012
• Super Lotto Plus
– Strategy: increase purchase transactions and
frequency of play
– Tactic: offer “added-value” program for next FY that
utilizes new Public Web Site and non-winning SLP
tickets
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Major Draw Game Initiatives
• Monitor Games
– Identify optimum base payout level for Hot
Spot
– Develop new monitor type games/features for
consumer testing
– Develop a retailer servicing plan
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After Implementing this year's Hot Spot
Initiatives
Base Sales have Increased
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Major Draw Game Initiatives
• Mega Millions
– Goal: establish a stronger player emotional
connection
• Any Questions/Comments on the Draw Games?
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Scratchers Product Development
Liz Furtado
Sales and Marketing Division
Scratchers Product Manager
• Annual Scratchers Product Plan
• Direct and manage game development
and performance tracking for 48-50 games
per year
• Provide comprehensive Marketing
direction to the Sales team
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Major Scratchers Initiatives
• Growing $5 game sales
• Increased number of $5 games offered
• Launched first $5 Crossword game
• Increased size of $5 tickets to 6x4
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Major Scratchers Initiatives
• Launched First $10 game
• $250 Million Cash Spectacular
• Large 8x4 Size
• 73% Payout – Lots of $100 Prizes
• 31 $1 Million Instant Top Prizes
• Special Holographic Paper
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Major Scratchers Initiatives
• Improved Prize Structures
• Removed irregular prize levels
• Improved payouts
• $5 games – from 66 to 68%
• $2 games – from 61 to 62%
• Streamlined Game Development Process
• Ongoing Research of Game Concepts Prior to
Launch
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Upcoming Scratchers Initiatives
• Continued Growth of $5 Games
• Adding more $5 games to retailer mix
• Moving $3 players up to $5 Games
• Grow $10 Games
• Launch additional $10 game
• Consider increasing number of $10 games
available at retailers
• Adding Play Value to all Price Points
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Scratchers Product Development
Questions or Comments?